EDITORIAL

"WWPA Spreods lts Wings"

tflun LATEsT ALrITABETIcAL association to emerge I from a confused and disorganized lumber in' dustry is a'bout to hold its first annual meeting a few days after we go to press.

The recently-formed Western Wood Products Association, an amalgam of the West Coast Lumbermen's Association and the Western Pine Associa' tion, and more recently the red cedar group, will meet in the grand tradition of the WPA at the St. Francis Hotel in San Francisco on March 3'5. Practically all association-minded producers on the coast, except redwood, will be represented' Many eastern wholesalers and consumers will be on hand to meet their suppliers.

We have been furnished with an advance copy of the convention program, and it is this we pro' pose to discuss here. The meeting is to be a "Mar' keting Forum," and the subjects to be discussed certainly cover the field; witness "Developing an Efiective Marketing Prograrno'-five speakers on subjects mostly designed to bring the listener up'to' date on the background of marketing; "Dollar Hunting in Today's lv[a1ks1"-ssven speakers developing how a lumberman can get his share of the consumer dollar; "Impact of WW'PA's Program on Lumber Markets"-six speakers telling the captive audience what a great job the planned pro' gram is intended to do; and "Wringing Profits from WWPA plqrnelien"-1h1ss speakers with more of the same, plus a discussion period.

W'e are appalled! Here is an association rePre' senting (if all produ@rs were members) about 80 percent of the softwood production of the U.S. selling their membership on a market'program in such general terms that it could be applied to any industry from mouse traps to moth balls ! The lumber industry needs a marketing Program-sure, but how do you market without trained salesmen? Nowhere in this program is any thought given to the people who are expected to sell the manufac' turerst product. Can you imagine the steel, alumi num, hardboard or plywood industry planning a marketing program without including the salesmen? Of course not.

CLM is planning a future series in which we hope to demonstrate why (and with good reason) the building materials industry is fast substituting other products for lumber.

The members of the WWPA are grleat people: They have committees to plan the activities of their association. We have no doubt thdt the WWPA stafi was instructed to prepare a program for marketing and promotion. We think they have done a good job-as far as they go. But can you imagine budgeting almost $1,000,000 (yeso thatos one mil' lion dollars) for advertising, $300,000 for field service, plus almost $400,000 more in technical services, publicity and public relations that includes' $70,000 for market research-without one cent spent on sales training?

We su,bmit that the divided, disorganized and deteriorating lumber industry has been sold another bill of goods-consisting of pure Pap-that has no more chance to produce the desired result-a broader, stabilized market for lumber-than the Na' tional Wood Promotion Program of the NLMA. Why? Because the person at the point ol sde is completely ignored. Why don't some of you manu' facturers, your sales stafis, and your association staffs get out in the field and see what goes on at the retail level and find out how much better trained the retail salesman is to sell wood substitutes? Trained, mind youo by the substitute pro' ducer. And what help are any but a small group of you giving the lumber wholesaler, who sells probably 70 percent of the products of your association members?

Come, come gentlemen. Let's take ofi the blinders and program your sales, marketing and promotion dollar where it will produce sales!

Reno Retail Store Rates & "Winnah Seven "

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lJt'sitL'. tlr,' rlt'lilt'r'r licr'l- thtr ('onll)alI\ olx't at('s it snrtrll molot lrooI u ithin tlrtr r altl. 'l'ht' [ort'matr "t itlt's lt'ttt't"' in il Volksuagorr. attd rarrl ,,ttlt'ts itlt' madt' rtlr orr l-rtltctl lrailers trltit lt itr,' lrtrllt'cl arotlntl tlrt' lrtrgt' r'arcl l,t t t'gttlat falrn tt'actors' { r'atht'r- Lrniclrrt' silttittiort t'rists itr lht' llcrro itrt'a l,t'trtttst' it is a rtutural dislrilrtrtiorr poirrt. lrLrt it still lirlks the polrrrlatiorr rr('( ('ssill'\' t() stll)l)ol'l arr all rt'tail plalrt ol' this size. As a tt'strll. H,rmt'T-tttnl't't'.\ Srrplrlr, operat('s l larg-t' u holctalt' l,ttsittt'ss st'r'r itrg smallt'r' r artls tltlrnghttttl tt cstt'rlt \t'r ada. l)on -\toscs. it veterall of Itt'ltt'lr ),i r-t'als in llris t'trtl of tht' garnr'. has h,'atied [{orrr,' I-trrnl,r'r"s l'holtsllt tlir isiort fol thc past sir I't'ars.

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l)rt'ttttort. llho hatl rnatlitg,'tl Hornt' l-tlltllrt'r- sirtt t' 193[-]. ptrrt [rtlst'tl tltt' t ompattr itt I e55.

H0ME LUMBER & SUPPLY: (1) Rear view, showing built-ins and planning area. (21 Appliance section and garden supplies. (3) teneral view of the big 10,000 io. ft. showroom, which connects to warehouse at back. (4) Besides owner Drennon, the men who make the wheels go 'round, Don Moses, head of the wholesale div.: Hal Reeves, who handles advertising and merchandising and "Wyn" Logan, general manager. (5) Front view shows L-shaped building which con- nects to warehouse. (6) Neat little coffee shop for shoppers and employees alike.0) How do they make up orders with all that territory lo cover? With eipecially equipped tractors and trailers, of course. (8 & 9) 'stepping into yard. the size of Home Lumber's new operalion becomes apparent. (10) Here's another trailer to be pulled to loading area when customer's truck arrives. Because of its size, everything at Home moves on wheels.

Rcsitlt's t,utrt'r l)t't'ttttott" lllt' nterr lrt'hirrtl tlris nra< hinc inr'lrrrlt' l)orr \loscs" lt'ht, ttttt' lhr, u lroltsale t'lir ision arrtl \\.instorr "'\\-l n" l,ogarr" gencral n)arlilg('r trttcl tretrsttrt'r oI tht' lrig Reno l,astt[ opt't'utiott. \\-r'n jt,itrt'tl Home Lutnlrer irr 1917. and uas tnatlc' thc store's gt'rrt'ritl nratlagel' in 1955.